Mini Marketing Mix

Marketing Mix of Mini analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Mini marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Mini Marketing Mix:

Product:

MINI has divided its products into four categories that includes seven product lines, limited editions, special editions and customised editions. MINI differentiates its products through innovative ways of differentiation which brings the augmented value to its core product. MINI always focusses on giving potential and augmented value to its customers through its wide range of luxury cars catering to the niche class. But its core benefit is the value as suggested by its brand positioning. It offers various cars under its product marketing mix strategy, with different advanced features which reflect in its models such as MINI 5 doors (Mini Cooper D), MINI 3 doors, MINI convertible (Mini Cooper S convertible), MINI countryman.

Image: pixabay

Price:

Mini was initially designed as an economical car for mass market which included its model like Trotts and Simms in 2006. But now Mini is positioning has been changed to an affordable luxury car which can be quantified from its brands like Kurtz and Boone in the year 2009. Subject to each market condition the pricing policy varies to a smaller extent but the mainly international pricing policy is adopted considering the various factors such as competitor’ price, legislation, distribution, taxes etc. Internationally its competitors include Volkswagen, Fiat which set comparable pricing for their automobiles. This explains the marketing mix pricing strategy for Mini.

Place:

Mini is distributed through its dealers in different countries across the globe. Their website plays major role in locating these stores hence its an important tool. It als has local websites in Canada, UK , European countries, Asian continent, Australia etc. which are some of the markets for MINI. These websites are not only informative but help in locating the post-sale service locations for the car. MINI always ensures that it always has at least one dealer in these countries.

Promotion:

Promotional strategies include sales promotion, advertising, publicity and personal selling which form an integrated approach towards promotion of the brand. One of the most widely used method by Mini is Guerilla marketing. In one of the regions in Germany they left the packaging boxes of Mini Cooper along the roadside which stated that somebody just got a car as a Christmas present. It uses pull advertising strategy to create demand for the product in the market. The advertisements are published in magazines, newspapers, train stations etc. Mini makes smart use of digital marketing tool and increases its visibility to audience through direct emails and social media. It uses search engine optimization and viral marketing technique especially with respect to its videos and broadcasts it through its channel on Youtube. Thus, the marketing mix of Mini is explained as above.

About Mini:

Mini is an economic car produced by England based British Motor Corporation. Its design was made such that it utilized 80% of the area of the floorplan which became very popular amongst its customers’ primary because of its ability to save space for passengers and luggage. It basically cates of to the niche market whose positioning is towards providing an affordable alternative for those who want a luxury vehicle experience. MINI has revived its brand greatly since the year 2001 and has been a growing brand. MINI is sold in more than 70 countries but manufactured at BMW Plant in Oxford which is the only production unit of MINI. Distinctive, fashionable looks and super performance have made MINI a hit in music videos and films. It also offers functional benefits to its customers as a fast and small car.

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